JUMP

Integrated brand campaign | Experiential activation

One of the early insights we unearthed in consumer research was that 30% of first-time rides on JUMP bikes and scooters occurred during leisure time: on weekends, or while traveling, so I spearheaded a cross-category SXSW sponsorship as an experiential tentpole to support our KR of 2.7M first-time global trips.

As a category sponsor, JUMP was given on-site real estate in downtown Austin to activate & promote safe riding practices, the official bike share partner designation, inclusion in festival marketing communications, and city permits that allowed for temporary expansion of our fleet of bikes and scooters in Austin.

We created five pitstop locations around downtown Austin, and one at the Austin Motel, where consumers could get a quick product tutorial before trialing JUMP for the first time, along with a complimentary helmet before embarking on their day of SXSW activities.

Over 10 days of SXSW, JUMP products were ridden by 33.8k unique riders, totaling 121.9k trips (more than we had done in 3 months total in Austin previously). 1st-time riders took 88% of those JUMP trips. We also garnered 26M campaign impressions, including coverage from The Verge, Inc, and Forbes.